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Introduced in 1967 and designed in-house by Bernie Freedman, the Canadian Tire logo stands as one of the most enduring symbols in the country’s visual landscape. The bold red triangle topped with a green maple leaf distilled the brand’s identity into a clear, geometric form: modern, functional, and unmistakably Canadian. Appearing on storefronts, flyers, service stations, and even currency, it became part of the nation’s collective consciousness, a mark recognized in every corner of the nation.

Freedman’s design reflected the ideals of modernist thinking — clarity, reduction, and purpose. By stripping away ornament and focusing on essential form, the logo achieved a strength that transcended language and geography. Its simplicity allowed it to scale effortlessly, from towering signage to the smallest printed coupon, and its balance of red and green gave it an immediate visual presence that could stand on its own in any situation.

This version of the logo remained unchanged for nearly five decades, an extraordinary run that speaks to its effectiveness and cultural weight. When the typographic elements were finally removed in 2014, the red triangle alone carried enough recognition to represent the entire brand — a testament to the lasting power of Freedman’s work.

In addition to the logo, Freedman was also responsible for the once-familiar ‘Scotsman’ character who appeared on Canadian Tire Money, further embedding his work in Canadian life. Together, these designs exemplify the best of  Canadian design, functional, accessible, and enduring, visual symbols that have become part of everyday national experience.

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